Smells Like A Mother I Never Had


Monday, 30 May 2005 at 5:00 am Pacific USA Time.

Glad has a commercial for fragrances. Evidently, they’re so wonderful, they’ll take you back to your childhood. In this commercial, a man who looks like he could be 40 or younger is transported back to his childhood kitchen with his Mom baking apple pies.

Two problems with this commercial. One, in his "daydream," his wife (speaking to him in the kitchen) has become his mother. Is the target audience Oedipal? Second, they’ve made his mother and the kitchen look very 1950’s. The actor appears to be 35-40. That means that in the 1950’s, he would be roughly negative ten years old.

Mostly, I’m uncomfortable with the husband temporarily not being able to tell the daydream mother from his wife.


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Categories: That's Bad Marketing

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